Audience Data
Audience Data is about measuring demographic profiles and household data of the national audience for a television network to view which viewers watch the most. Audience data can also be used as feedback to if the numbers of the rating are either high or low.
Good thing is that you get the chance to find your target audience; the bad thing is that you don’t always know the age of the viewers as the BARB website doesn’t show on the website.
Despite this the viewing estimates are obtained from a panel of television owning households shows there are 26+ million households within the UK. BARB viewing data is available for a range of audience data, including overnights, dayparts, programme and commercial information, time lengths, reach and channel share of viewing.
For example the show Strictly Come Dancing and X Factor have been head to head for years when it comes to the TV rating therefore when it comes to the finals X factor is on one week while Strictly Come Dancing final is on the week after that it give both shows a fair chance on which gets the most ratings. In 2010 the ratings on X Factor final results shows 16.55 million while Strictly Come Dancing on their finals, shows a rating of 14.28 million viewers. However in 2011 the ratings of these two shows switch places: X Factor – 12.09 million, Strictly Come Dancing – 13.16 million. In my option – X Factor isn’t the same without Simon Cowell and the contestants were rubbish as it has been for a few years now. No proper talent anymore!
For a news report of this view on this website: http://www.bbc.co.uk/news/entertainment-arts-14829050
Audience Profiling
Audience Profiling is all about finding out the profile of your audience beforehand so that you can put across your message to the right people in the most effective way to produce the best result. It might include details like age, sex, educational qualification, work experience, financial background, field of work, interests, mood, orientation, bias, food habits, religious background, physique, health condition and so on. “Truth Hurts” as the saying goes and that’s why it’s especially important to find your audience before you start to create a new show because no matter good the idea is there will always be a few who hates it and will complaint about it.
For example - Cassandra Clare’s City of Bones is aimed for Young Adults from 14 years and onwards but there is no age limit so anyone who is over 20 can read it too. It’s also a fantasy fiction novel which makes it very appealing for anyone who wishes to be in another world in the realistic world since the setting is in New York filed with magical creatures that we will never see in real life and many teenagers and few adults are drawn to that. This book would be ideal for boys however there is also romance element in the book so it’s ideal for both genders though these days girls read more than boys. On the cover and on the back are small review quotes from other famous authors recommending it so it will draw the audience more – especially Stephenie Meyer who is super famous right now for Twilight reasons and there are vampires and werewolves in this book. Right now this book is in Pre-Production into being made into a movie and it’s my most favourite book of all time so I am very looking forward to that.
Consumer Behaviour
Consumer marketing is all about the decision making and the behaviour when it comes to products and services. It involves how well used the products are as well as how they are purchased. It’s often a great interest to the marketer because it has the chance make them richer or poorer when it comes to money and reputation. Consumer behaviour is also influenced by culture, locality, royalty, ethnicity, family, social class, past experience reference groups and lifestyles.
Good thing is that you can try to makes more sell by going to different stores and places and town and villages. The bad thing about is that you can never know if the product or the service is going to success or fail until it’s too late.
For example mobile phones have advanced over the years – except most of them all look the same but with different brand names. Mobile phones like IPhone, Smartphone, Samsung Galaxy and Android phone are pretty much what everyone wants in phones these days; mp3 player, Apps, movies and a camera. What’s good about these phones is that is that it’s state of the art of today’s modern century however you maybe be impressed but when you actually get the item, it may or may not work as well as you hoped plus the moment the release the latest addition – they make another the same model but with upgrades and it’s not good if you don’t own a lot of money and you want to be up-to-date all the time.
Advertising Placement
An advertising placement is used by companies to promote their products through a non-traditional advertising technique which is usually through appearances in film, television, or other media like newspapers or billboards. Advert placements are often presented through an agreement between a product manufacturer and the media company in which the media company receives economic benefit. A company will often pay a fee to have their product used, displayed, or significantly featured in a movie or show. The marketer benefits from exposure to a large audience in an environment that is shown to be objective. An added benefit is the association created between the actors or the characters they play and shown using the product.
The good thing about Advertising Placement is that it stands out, attracting the consumer attention. Along advertisement can be placed in a range of places and type such as online shopping and billboards (as long as it doesn’t distract the drivers) as either way it targets the audience specifically. The bad thing about Advertising Placement is that the buyer may not look at the advertisement and may think the advertisement is a scam or simply fake. Like online advertisement as when you click onto a website, it may send you off a fake advertisement that may lead them to something else such as porn.
For example every super market is making offers all the time on different foods and products on TV to say that their prices are better and advertising them to the audience; super markets like – Sainsbury’s, ASDA, Morrison’s, TESCO, Iceland, ALDI, Co-operative and LIDL. They even advertise on the deals on billboards to gather all attention from the public.
Here is a few adverts to show what super markets do to draw attention to the public
Product Reach
Product reach is basically how many people can make a product can that reach into the audience in a long distance however it also depends on the availability of your product to the target market. Knowing how far the product has gone out like if other country is also using the product shows how much the product is actually being sold.
The good thing about this is that companies can see how popular their product and if it reached their target audience and area as well improving the product to become more popular and get it sold in more variety of places or worldwide.
The bad thing about this is that less well known brands have a lesser chance in competing to the well known brands therefore the product in the market may not be big and even last long.
What is depended on more is how far the product reach the audience and how well the product is being advertised. Sometimes the companies who use this research can’t get their specific target audience well, such as the person age or career and therefore it would be quite hard to create further development.
For example on Channel 4 every weekday morning just before shows like Everybody Love Raymond or Frasier there is a small advert of Right Guard deodorant. It’s slogan is “Start your day right!” and when it's shown at this time of the morning, it's a perfect opportunity to get attention for anyone who is rushing off to work and the last thing you need is to smell bad so in comes the advert and bingo there is a reach to the audience and maybe they pop into the next store and get the product.
Here is an advert link to see what I mean and how it affects everyone who has an “underarm” problem:
Competitor Analysis
Competitor analysis is about marketing and strategic management is an assessment of the strengths and weaknesses of current and potential competitors. It makes an analysis that provides both an offence and defence strategy to identify opportunities and threats. It also tracks other companies and see how well they are doing and the reason why.
So the good thing is that if the company is doing really well, it would attract other companies to copy their tactics and then alter it a little to make it seem like it is their own original idea and can get more strategies ideas for further development. It also helps companies to improve on their own products, their future sales and know who they competing against too, knowing with what to invest on that may come handy in the future.
The Bad thing is that other companies can end up copying another company all the time, to the point where they forget the whole reason for doing it in the first place. It makes the company no longer look “original” and it may ruin their image/reputation which also might lead them to not care about the offers or deals that the company created.
For example: Coca Cola vs. Pepsi. Coca-Cola and Pepsi are major competitors and they have been for years. If someone says which they like better, the reply is "they taste the same."
It still doesn’t stop customers from buying these drinks and they are always in battle to see if buys which the most and even add some flavours to attract the public more – however at one point or two they both copied each other’s ideas e.g. Coke Vanilla vs. Pepsi Vanilla, Coke Lemon vs. Pepsi Twist AKA Lemon and it goes on, it’s silly really since it’s all the same but different brands.
Here is a chart that I found on the Internet
References
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